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Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

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Re: Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

#121
post #116

I hope exclusive podcasts don't become a trend. Podcasts are very good media format for informal education / learning. Instead of spending 30 hours reading a book, you can just listen to conversion among smart people in 30 minutes in podcasts. If there are more and more exclusive & paid podcasts, it'll become harder for young people (or people from poor areas) to access to the content. ps, I built Listen Notes ( http…

>Instead of spending 30 hours reading a book, you can just listen to conversion among smart people in 30 minutes in podcasts

I don't understand this. Why can't that 30 minute conversation be transcribed into a script which you can read in 5 minutes? Either way, you're missing practically everything in the book.

Re: Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

#122

Earlier quoted context omitted.

For sure? Not sure that HLS is bound to AAC (though that’s the standard) as it’s just the container format. Could be transmitted MP3 10s chunks split and added metadata encoded by the distributor. Either way if you’re right about the JIT and buffering it would be trivial to stitch some ad markers in at that point. But I’m sure independents/lower-volume shows at the very least operate like you’ve said. Makes sense.

yes, for sure. lower volume shows mostly don't use DAI. the big ones use the systems I described. The podcasting standard does not allow for HLS enclosures. source: I have worked in podcasting for almost 10 years.

Well thanks for the insight!

Re: Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

#123
post #63
post #54

I don't like where media streaming is headed. This is what everyone is doing: 1. Create a distribution platform. Users pay $14 a month to stream all content. Everyone is happy. 2. Once successful, start creating exclusive content. 3. Content creators on your platform start their own platforms and take content off of yours. 4. Now users are paying $14 for 6 different distribution/content platforms. Might as well just…

Still a lot better than cable since you can watch what you want in real time and no commercials. Also you really don't need to subscribe to all of them. Who needs that much content? I can't even keep up with my Netflix or YouTube queue, let alone the others. I have Amazon Prime, but never use it. HBO for a couple shows, but could subscribe only during their seasons.

All signs point to us being back to what we had when cable was prominent. Different lipstick on the same pig.

Re: Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

#124
I live near Gothenburg an a couple of my friends I went to university do work for Spotify. Every couple of months we meet for afterwork. In addition to that I do have my own podcast (https://jeena.net/pods) which I only publish on my own website and added the link to my RSS feed to iTunes (and https://gpodder.net/).

Last time on afterwork they started asking me why my podcast isn't in Spotify. I hesitated at first because I knew that I'm basically would need to tell them that they're working for a company which does immoral things and that I don't want to help them to destroy the Podcast landscape.

But there was no way around it so I tried to explain it as soft as possible, but they're intelligent people and didn't have a problem in understanding what I'm trying to say even though they themselves never thought in those categories. There was a bit of awkward silence after that. But then we changed the subject.

Re: Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

#125
post #121
post #116

I hope exclusive podcasts don't become a trend. Podcasts are very good media format for informal education / learning. Instead of spending 30 hours reading a book, you can just listen to conversion among smart people in 30 minutes in podcasts. If there are more and more exclusive & paid podcasts, it'll become harder for young people (or people from poor areas) to access to the content. ps, I built Listen Notes ( http…

>Instead of spending 30 hours reading a book, you can just listen to conversion among smart people in 30 minutes in podcasts I don't understand this. Why can't that 30 minute conversation be transcribed into a script which you can read in 5 minutes? Either way, you're missing practically everything in the book.

It might be possible but I rather listen relaxed to those people on my train ride than staring concentrated on my phone for 5 minutes.

Re: Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

#126
post #19

Is this where Spotify is heading as well with its acquisition of Gimlet?

Probably. And I won’t listen to any Gimlet shows that require me to use the Spotify app. I’m fine with subscription podcasts, I pay for a few. But if I can’t use my podcast app it’s not happening.

How do you feel about timed exclusives? I gave up on Crimetown when the second season was seemingly a Spotify exclusive. But, then, a year later, they started releasing the episodes on the RSS feed.

Given how many "must-listen" podcasts I've been recommended, I can definitely stand waiting out these exclusives... until a cultural-moment series (a la Serial) comes along and necessitates real-time consumption.

Re: Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

#127
post #5

Next up, exclusive websites that only work in safari? Podcasts should just be an RSS feed that anyone can consume, but I think exclusivity will be important going forward, along with locking people into apps so they can be tracked and monetized.

Or TV shows that only work in Netflix?

Re: Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

#128

I don’t mind if Apple does this. I don’t even mind if Apple uses this as an opportunity to promote/feature its podcasts more prominently in Apple Podcasts. But I’m very fearful that Apple will make its podcasts only available in Apple Podcasts and won’t adhere to the RSS spec and will only be available in its apps and on its platform.

I'd kind of like them to make their podcasts totally open (i.e., like every other non-exclusive podcast), with a proviso that their original podcasts cannot be made available through any app that shares exclusive for-pay content. That is, you can listen to an Apple Original Podcast(tm) on not only Apple Podcasts, but Overcast, Castro, Pocketcasts, etc., but not through Spotify or Luminary. And, yes, I recognize that'…

That’s interesting. If there was a way to block Luminary — I’d be in favor of that.

Spotify has its own repository that is separate from Apple Podcasts — you have to manually submit to them and they don’t just ingest Apple’s directory (as others do), but I wouldn’t be opposed to not submitting an Apple podcast to Spotify.

That said, I’m not in favor of doing anything to the RSS feed that makes it nonstandard. So if Luminary can add/play files from an RSS feed (not talking about how they import stuff into their own directory) or Spotify had that feature, I’d be opposed to breaking the feed, if that makes sense.

Re: Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

#129

Earlier quoted context omitted.

I'd kind of like them to make their podcasts totally open (i.e., like every other non-exclusive podcast), with a proviso that their original podcasts cannot be made available through any app that shares exclusive for-pay content. That is, you can listen to an Apple Original Podcast(tm) on not only Apple Podcasts, but Overcast, Castro, Pocketcasts, etc., but not through Spotify or Luminary. And, yes, I recognize that'…

That’s interesting. If there was a way to block Luminary — I’d be in favor of that. Spotify has its own repository that is separate from Apple Podcasts — you have to manually submit to them and they don’t just ingest Apple’s directory (as others do), but I wouldn’t be opposed to not submitting an Apple podcast to Spotify. That said, I’m not in favor of doing anything to the RSS feed that makes it nonstandard. So if L…

Breaking RSS would be a bad idea, definitely. I think if they did anything like this, it would be a matter of licensing rather than a technical change. I've read reports that the New York Times and (possible irony alert) Spotify-owned Anchor and Gimlet Media have blocked Luminary from their podcasts, for instance.

Re: Apple Plans to Bankroll Original Podcasts to Fend Off Rivals

#130

Earlier quoted context omitted.

There’s not a universal solution, in part because many times the dynamic ad-insertion is something the podcasters themselves want (or it’s one of the terms of using a certain podcast host). I have a podcast with a podcasting network that sells our ads for us. To my knowledge, they don’t do any dynamic ad insertions for older episodes (though if they did, I wouldn’t necessarily be upset, provided they were inserted th…

That's a fair point. Whatever service is originally hosting the content might well be doing the dynamic ad insertions too. My assumption is that in at least some cases while the ads are desired by the podcaster, they aren't inserted until a later stage by an aggregator. So there's some hope of getting at the original source. At least, when I've been able to track down sources, they seem to be mostly hosted on generic…

That’s generally the case — and depending on the hosting system, that could change too. The really huge companies in the space (Art19, Stitcher/Midroll, Wondery, Megaphone, Podbean) are all doing dynamic ad insertion on different scales — but given the way the RSS feeds are constructed, I don’t know specifically how the dynamic aspect works for each provider.

I do know that early on, companies who did this stuff (like NPR, who was really early to this game and has been doing some type of dynamic ad-insertion for more than a decade) often had separate versions of the audio file. So you could have an ad-free version of the file (maybe for users in certain geographic regions, if an ad-buy was specifically targeted) and then other versions of the file with ads built-in — and an algorithm would determine what version a user accessed based on a variety of parameters. If that’s the case, yeah, you would probably be able to figure out if multiple versions existed and then request the ad-free version from CDN or whatever.

At this point, it’s my understanding that most of the dynamic insertion is happening server-side — where ads are inserted based on campaign timing and maybe geo-targeting) at the point of the download or stream request (though I imagine even here, most of what is served is coming from a CDN, I just mean the initial request). That way, the download/stream always has “current” ads, even if the show itself is years old. (I don’t know how often they update those different versions — I would imagine you have 6-week campaign as an example where all episodes get an insert and are then cached on the CDN and then after the campaign ends a new file is generated and cached). That isn’t to say you couldn’t potentially still get access to a copy of a file without inserts — but I bet it would be a lot more difficult.

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